Russell and special guest Josh Forti dive deep into funnels, storytelling, and building your own reality. Find out how to break free of what’s expected, how to create your own rules, build your own world, and be OK with being different.
And I call it the master story. That's the core thing that I'm trying to figure out right now, is the master story for me is what's the one story I got to get people to believe? After they believe that story, they'll do whatever I want them to do. It's the big domino statement of stories.
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What's up, everybody? This is Russell Brunson. Welcome back to
The Marketing Secrets podcast. Today, I've got two things for you.
Number one, I got kind of a cold so if I sound a little funny,
that's why.
Number two, is you guys loved our last three podcast episodes
with Josh Forti, so we thought we should do it again. Today, we
jumped on a call and we recorded three more episodes for you, and
they've been a lot of fun.
The first episode was all about just kind of... It was an
interesting conversation, and I think it took us a while to get
exactly to the point. But by the end, the end of of it wrapped with
some really cool thoughts and ideas and I think some clarifications
that'll help you guys a lot.
But it was all about I'm in this world of funnels, and how has
that affected my world perspective, my world view and, everything
else happening around me? And how does that work for you with the
thing that you're most passionate and most obsessed with?
And so I think you guys will enjoy this conversation. With that
said, I'll queue up the theme song. When we come back, you have a
chance to listen in on a conversation with me and Josh Forti.
What's up, everybody? It's Russell Brunson. Welcome back to The
Marketing Secrets podcast. A little while ago, Josh Forti and I did
a couple episodes.
We've done this three times now technically. This is the fourth,
but we did an episode a little while ago, just to see how you guys
liked it. And the feedback was amazing. I got tons of good
feedback. I think you did as well, right? You saw everyone.
Josh Forti:
I got tons. I sent you some of them. We convinced somebody to
start a podcast over it.
Russell:
Because of the... Yes.
Josh:
Because of the podcast.
Russell:
... podcast. We are having little podcast babies now because of
what happened last time we hung out, and I'm pumped. We're jumping
back in. We got three episodes of recording today.
I know the title of the topics, but that's about it. I don't
know where we're going, the direction, but I'm pumped and excited
and just grateful for you, man, doing these. I really enjoyed it
last time. I left afterwards pumped and on fire and had a ton of
energy, so I'm excited for this.
Josh:
Heck yeah. That's awesome. Well, are you sick?
Russell:
Yes. I have a little stuffy nose, so I apologize in advance if I
sound... My voice sounds deeper though, so I sound more masculine
which is kind of cool. But yeah, definitely got a little bit of a
cold.
Josh:
Oh, man. As long as it's not COVID.
Russell:
Oh, yeah. No, I did that. We're good. The antibodies are flowing
through my body, so I'm pretty good there.
Josh:
Heck yeah.
Russell:
Well, what's the plan today? What are we talking about for this
episode? Love to get kind of-
Josh:
Are we doing intros or are we just jumping in?
Russell:
This is the intro. I'll do intros.
Josh:
This is it, we're in. We're rocking and rolling.
Russell:
We're live. Let's go.
Josh:
All right, all right. Let's dive in. Dude, interestingly enough,
as I went back and I started going... By the way, I actually
listened to all three of our episodes, even though we did them. I
actually went back and listen, because I'm that geeky nerd.
I was talking to one of my friends. We were sending VOXs back
and forth to each other and he's like, "I just listed to my vox
back to you." And I'm like, "I'm glad I'm not the only one that
does that."
And he's like, "Oh, no, you are the only one. I just did that
one time." I'm like, "Crap. Dang it." I go back through it. I
listen to VOXs and I listen to podcasts. I'm trying to figure out
how I could've made them better.
But what's interesting is I wanted to take this one a little bit
of a different route today, to kind of kick things off. Because
normally, I'd say there's two types of podcasts.
There's educational podcasts, which is you're talking on a very
specific topic, and you're trying to educate people on that.
And then there's entertainment podcasts. Entertainment is much
more... Maybe it could be educational still, but it's not designed
to educate you on one specific thing, and then break all the
beliefs around that thing. And then do the whole perfect webinar
thing on a podcast episode. Whatever.
But rather, just kind have an open conversation. And I want to
open this one up, talking specifically about funnels. And not
funnels and how you build them, but I want to know is funnels a
worldview for you?
And what I mean by that is right now, I'm really, really big
into storytelling. That's kind of my thing that I'm geeking out
about, is how to tell amazing stories.
And I call it the master story. That's the core thing that I'm
trying to figure out right now, is the master story for me is
what's the one story I got to get people to believe? After they
believe that story, they'll do whatever I want them to do. It's the
big domino statement of stories.
But as I've done that, I've kind of gone out and everything in
my life now revolves around stories. I'm like, "Oh, story there,
story there. Oh, that's the story? Oh, that's the story." And my
whole life now is just everything is stories.
Obviously, I'm a huge fan of Expert Secrets and Dotcom Secrets,
and you wrote those books and everything like that. You talk about
kind of building this world and this identity, and bringing
everybody in.
And so I'm curious for you, where do funnels play into your life
besides just marketing? Is this a worldview? Is this a lens upon
which you view the world?
Russell:
Everything. Yes, for sure it is. It's interesting. I still
remember back when I first got in this game, and I was learning
marketing, and then I started studying Dan Kennedy's stuff and
started...
And I remember starting after I got that, some of the initial
inputs of this world. What's the Matrix? The red pill or the blue
pill. I took the pill and all of a sudden I was like, "Oh, my gosh,
I see the world differently."
And for me, it was fascinating. I started loving, I became
obsessed. In fact, you can ask my wife this. We first got married,
we listened to the radio and commercials would come on and she'd
want to change. I'm like, "No, no, no. What are they doing? Did
they do a good job did, they do a bad job, and how could they have
done it better?"
I started geeking out on that and I started watching more
infomercials. I started watching as you go down the highway and you
see the billboards. "Okay. That billboard, did it make me do
anything, did it not? Was there a call to action, was there not? If
there was, what did... "
I'd get my phone out and I call the number and like, "What
happened? What was the sales pitch?" And I started seeing behind
the curtain of what was happening, and I became obsessed seeing
that.
And I remember, this is probably a little bit prior to this, but
after I started seeing things I started realizing how things made
me feel.
I remember in high school, I was the wrestler, as you know. and
I was into my health and fitness. I didn't understand it back then,
but I do remember Bill Phillips had a magazine called Muscle
Media.
This is probably way before your time. But it was the first
muscle building magazine that wasn't... All the other ones were
these dudes who were just steroided out. And Muscle Media was the
dudes and the ladies in it was who you want to look like. That guys
looks amazing.
And he had a supplement company called EAS he launched, and so I
got into supplements and got into Bill Phillips. I got into his
world, where I was reading his magazine articles and buying his
supplements and it was cool.
But I remember I wanted to buy some... I can't remember what the
new supplement was. And there was a GNC close to my house.And so I
remember jumping my bike, riding down to GNC, being so excited to
buy a supplement.
And I walked through the door, and as soon as I walked through
the door of the GNC, the person came out and was like, "Hey, how
can I help you?"
And I'm like, “uh…”, and kind of freaked out. I was like, "Oh,
I'm just looking." And I got all nervous and then I kind of
wandered away, and then it felt like the person was kind of
following me and everything.
And I remember I came there cause I wanted to buy something, but
I felt so uncomfortable, excuse me, that eventually I just snuck
out and I left. And I was like, "I didn't get the thing."
Because I felt so uncomfortable in the process that even though
I came there with my money in hand, ready to buy something, I
didn't because I didn't like the process.
And I noticed, I don't know if you ever go into a GNC. As soon
as you walk in, they always come and they pounce on you.
And even to this day when I walk into GNC, it's one of my
favorite stores. But I know the initial anxiety of the person
pouncing on me asking if I can help them, or what I'm looking
for.
I'm like, "I don't know what I'm looking for. I want to
literally read the back of every label of every bottle here. I'll
come to you if I need help, but don't come and pounce on me."
And I started realizing that and I started thinking, "If this
was my story, how would I have wanted to be approached?"
And I started thinking the script. And I started thinking if I
came in the door and the person says something like, "Hey, welcome
to GNC today. I'm over here. If you need anything, let me know."
And it was more of a deflect, I would've felt more comfortable. I
would've walked around, then I would've felt comfortable coming
back the person.
And I just started thinking through that. Anyway, that was
before I learned marketing. I remember feeling that way, and as I
started studying marketing I was like, "Oh, my gosh. I now know why
I felt that way. The script was wrong and the process was wrong."
And I started thinking through things more like that.
And I'm sure it was annoying for my family. We'd go to a
restaurant and I would notice how did the server do things, and
what did they say? And it started opening up for me.
In fact, my junior year in high school during the summer, I got
a serving job and I was serving tables. And I remember, because I
would split test different things to see what would give me more
tips.
If I said this to a person versus this. And I remember in fact,
this is a 17 year old kid who's stuck on himself. I'd roll my
sleeves. "If my sleeves are rolled up and they see more of my arms,
would it be higher?" And literally would split test this thing to
try to figure out how to increase them.
And it's just weird. That was when I was young, and definitely
it's messed me up nowadays, because it's hard for me when I see
every ad, everything. I want to go deep into things, and I do
sometimes but sometimes it takes me long rabbit holes. I don't know
if that answers the question or not.
Josh:
Okay. Well, I want to kind of dive further down deeper into
that, because I want to expand beyond just marketing as well.
Because I think any of us as marketers when we have the light bulb
turn on, you take the red pill or whatever it is.
I remember for me, I had that first experience with money. I
grew up in a very small, small, small town. The two towns
collectively combined had 750 people in them, and one bank and a
gas station. Very, very small world.
And then I started learning about money, and I'll never forget
the day that it clicked for me. I was actually out in... I had
already moved to Nebraska, and I started to realize how money
flowed.
And I got done reading this book, and I remember I picked up the
phone and I called one of my friends who had been teaching me about
money.
I'm like, "Dude, I get it now. I get everywhere around. I can't
not see how money is flowing and where it works." I'm like this,
and now I have all these questions about it.
And so I totally understand when your lights come on, you start
seeing the whole world through that, for that specific thing. But I
want to know what about other areas of your life, and how funnels
and your viewpoint of funnels has affected that.
And what I'm trying to get at and understand, is you talk a lot
about in Expert Secrets, we're building this identity, we're
building this community, we're building this movement, this
calling.
And what's interesting for me I've noticed, is that when I first
got into this space, I was so new that the preconceived notions of
what people should do or should not do did not affect me. Because I
didn't know anything.
I was like, "I know I'm an idiot." people were like, "You're
doing that wrong?" I'm like, "Probably." And there was no ego in
the way of it.
But then as I grew, I thought there were certain ways that I had
to think, or there were certain things that I had to do. And then
if I broke free from the mold that everybody else was doing, then
somehow that was wrong.
And I struggled with that. Thankfully for me, I didn't stay in
there. But what helped me get out of it, is I gave myself
permission and I literally was like, "I'm doing my own world over
here. Everybody else, they can have whatever it is that they want.
They can make more money than me, that's fine. I'm building this
own little thing."
And when I envisioned myself stepping into this world, then I
was allowed to make my own rules. And so the rules had to follow
everything else, but people would be like, "Josh, it's super weird
that you think about everything in marketing."
And I'm like, "But that's my world." And so everything about my
life, from what I buy, to where I live, to who I hung out with, was
all shaped around that.
And for a while, that was weird. And whenever I would go to my
friends it was like, "You're weird." And I struggled with that.
But then once I gave myself kind of permission to be like,
"Well, that's just literally how I think. That's my world, and it's
okay to be different."
That really freed me. And so I'm curious. How has funnels shaped
your world outside of only marketing? And what would you tell
somebody? Would you tell someone it's okay to like view the world
through whatever their new opportunity is, in all aspects of life?
Does that make sense?
Russell:
I think so. It's interesting, because I know you're trying to
get outside of marketing, but it's fascinating because in my vision
of the world, like everything is marketing.
Josh:
That's what I'm saying though. That's what I'm saying.
Russell:
When I meant my wife-
Josh:
How has that affected relationships? When you are dealing with a
problem in your family, do like go like, "What's the funnel for
this?" Does that make sense?
Russell:
How do we craft the story, the pitch, the thing. But it's true,
because I think about when I met my wife. When I met her, there
were multiple people who... She was the prospect and multiple
people all competing for her attention.
It was like, "Okay. I've got to create a better offer. I'm not
the best looking guy, so I got to... What are the tools I have to
increase the value of what I have to be more attractive to her?"
And things like that.
With my kids right now, it's tough because my kids have got so
many distractions and there's things that are way cooler than dad.
I'm always trying to think through that lens of, "Okay."
Josh:
Wait, there's people cooler and Russell Brunson? What?
Russell:
You could never be a prophet in your hometown, they say. You're
never cool to your own kids. But it's tough though, because I'm
competing against all of... For my kids, the rappers that are in
their ears, and they're listening to all these people who... That
part of the world.
And they got their friends and they got these... There's so many
things we're competing against. It's like, "Okay. Well, how do I
take them on this journey to be able to help?"
And you talked about universe building, which is true. In fact,
I'm working on a project with Dan Kennedy right now, and it's all
about that concept of universe building, and things like that.
And you look at the big companies that have done it
successfully, that's what they did. Walt Disney built this
universe.
In fact, I've listened to the interviewed me and Dan did on
Funnel Hacking Live, and he talked about Walt Disney and Hefner
were basically the same business.
He's like, "One had bunnies and one had had rabbits or whatever.
Or one had mice, one had bunnies." But it's the same business,
right? They both had a universe that people came into.
And I think about that. We're doing the same thing. You create a
universe for your customers. That's a lot of what the Expert
Secrets and everything is about, creating this customer
universe.
But it's true in your office with your team, it's true with your
family, it's true with your relationships. You're kind of trying to
craft this environment that makes people first off want to be there
and to be part of it, and then to persuade people to hopefully get
the things you're looking for.
All of us are in a persuasion business, even we don't want to
admit it. And people are like, "I don't persuade people. I don't
manipulate people."
But you are. What do you want to eat for dinner tonight? You got
to persuade the other person. What movie do you want to go to? Are
we going to go out tonight, or are we going to sit home on the
couch?
You're always in this thing of persuasion. And if you look at
any kind of sales environment, is the number one. The biggest, one
of the most important things when you're trying to sell somebody
something, is the, the environment. The universe that you put them
in.
It's the reason why if I do a pitch on a virtual event, where
somebody is at their own home, in their own environment, and I'm
giving them a glimpse in my environment. I can convert and I can
sell people.
But I do the exact same presentation at Funnel Hacking Live in a
room where I control the environment, they're in my universe. My
sales were 5-6X, even though it's the exact same presentation,
exact same everything because I'm controlling the environment.
And so my home, same thing. How do I control this environment,
my home? And how do I structure things? And how do we set the same
things?
You think about in the ClickFunnels ecosystem, we've got these
awards. We got the Two Comma Club awards, Two Comma Club X. We have
things like that.
How do we create these things for people to strive towards
inside of our families? Colette and I did that a couple years ago.
We were trying to figure out what's our family goals. Do we have a
goal? What does that look like? What's something that we can
collectively all work towards together?
And in the Mormon church, one of the biggest goals is you want
to get married in the temple. But to get married in the temple, you
have to be living worthily. There's all these things to do.
And so as a family, we set a goal. How do you explain it? If my
kids get married in the temple, their younger siblings won't be
able to go, because they're not old enough to be able to go into
the temple to actually witness the marriage.
The goal we set as a family, we set a goal of when Nora...
Because Nora is the youngest. When Nora gets married, the goal is
we'd love her to get married in the temple, and we want all of our
family to be there. Which means all of our family has lived in a
way where we're worthy to be there together as the family.
That became our family goal, and it's this thing we're all
shooting towards. And it's fun, because now when I'm having family
conversations with my kids, it's like, "Hey, you shouldn't be doing
that." It's like, "Hey, these are things that are keeping us away
from our family goal."
We want to do this thing in 10 years from now, 15 years ago,
Nora... But the way you're living, you're not going to be able to
do that.
And it's less of me trying to tell them what to do, as much as
this is the goal we collectively set as a family. This is what
we're trying to get to.
Same thing in Marketing, we're trying to get the Two Comma Club
award, cool. You can go listen to forty other gurus if you want,
but this is the path. This is the process. We can get you there,
but if you're distracted...
It's just kind of a similar thing where, you set the things
inside the universe, the goals, the steps. And hopefully,
everyone... Not that they will or that they want to. Maybe my kids
decide they hate the universe and they want to break out of it, and
that can happen, too.
People don’t think funnels are cool, because they don't like me.
I talk too fast or I'm annoying or whatever, and they enter
different a different universe, but that's okay.
Josh:
Yeah. And I think entering a different universe, I think maybe
what I'm trying to get at is I grew up, once again, super small
town. Super small world, and I just figured there was a way the
world worked. Singular. That's how it worked.
And as I've grown up, I was striving to figure that out. I'm
like, "What's the way the world works?" And I get out there and I'm
like, "Oh, my gosh. There's five million different ways the world
works."
And depending upon whose world old that you're in. And so I was
watching the football game last night. We had it on. It was the
Steelers and the Vikings. I don't know.
By the way, I know you don't watch football, but I'm going to
make a prediction on here for all my football fans out there.
Patriots are going to the Super Bowl versus Tom Brady.
It's going to be Tom Brady and the Bucks versus Bill Belichick
and the Patriots in the Super Bowl. Anyway, we're watching it last
night and they have this documentary that's coming out. Do you know
who John Madden is?
Russell:
Yeah. Just from the video game.
Josh:
Yeah. They have this whole thing on Madden and his whole life.
And it's coming out, this documentary, and they do little clips,
and there's all these different little people talking about it.
And they're like, "This dude, you couldn't be around him and not
love football. Because he just exuded football in every aspect of
his life. At the dinner table, around his family, around his
friends, at the... Football, football, football, football."
And it got me thinking, because I'm preparing for this interview
last night. And I'm like, "That guy's whole life was football.
That's how it came about. He couldn't imagine a reality where
football didn't exist.
"Yet there's somebody else out. There's millions, billions of
people out in this world who they never heard of or think about or
want anything to do with football."
And so here's a guy where his whole life revolves around
football. All of his analogies, all of his stories, all of his
strategies, everything was football all.
And then I was like, "Oh, I wonder if that's what it's like
living with Russell." Everything is funnels. And it's like funnels,
funnels, funnels, funnels, funnels.
I feel like sometimes as entrepreneurs, I know I struggled with
this for a while, and I struggled with this a lot more when I
didn't know what I wanted to do with my life. When I was still
trying to figure out my voice and kind of everything like that.
But I'm like, "I just can't be the X guy, because that would be
weird. That's not how reality works. That's not how life works. You
don't just get to just focus on all of this."
But I feel like it is. And I feel like you don't necessarily
have to be a single thing guy, but I feel like you can. In the
sense of...
And that's why I'm trying to get at with you, is I feel like
you've gone into this world and you've found the thing that works.
And you've said, "Hey, listen, basically, in life you have to know
where it is that you're going and how it is that you're going to
get there."
That's essentially in life, and that's kind of my core premise
of everything. I'm like, "I don't care how you live in life." But
I'm like, "If you don't know where you're going and how you're
going to get there, your life is going to suck. You're not going to
have a very fulfilled life."
And so I feel like for you, you've figured out, "Okay. Wherever
I want to get, this is the vehicle I'm going to use." And you've
built an entire reality and universe around that. Yeah?
Russell:
Yeah, for sure. And it's interesting though, too, because I
actually was on a call last night with Stu McLaren at their
prediction college here, and he was asking my predictions for the
future.
And it's interesting because yes, funnels is the thing. It's my
lens. And that's what people come to me. It's the lens they come
through.
But what I think is fascinating, and I see this with... In fact,
I told Stu, I'm like, "There's an evolution. People were experts
for a while and then they became influencers."
And I think the next phase, it won't stick. People will still
call themselves influencers, because it sounds cool and they feel
the significance of that. But I think the next phase is people are
going to become curators more so.
Which is someone comes to me for funnels, but it's interesting
because my last inner circle meeting, people pay 50 grand to be in
the room. There's 100 people in this room and they're here because
they want to learn funnels from Russell.
We're talking about funnels and then we open for Q&A. And
guess how many funnel questions came through? Zero. The questions
were, "Russell, I came to you for funnels, but I trust you. I like
you."
And they didn't say this, but this is what happened, is they
wanted to figure out how I curate. They wanted me to curate other
thoughts for them.
"I trust you in this, therefore what do you think about
religion?" And they want me to take all my years of curation of all
the ideas like, "This is what I believe." Or they're like, "How is
your family successful?"
And so they asked me these other questions. And I was telling
Stu last night. I'm like, "Stu, you're the membership guy. People
come from your memberships. But after they come in, that's what
brings them into the door, but then they're coming because they
want your curation of other ideas."
Dan Usher. I think Dan on our team. It was fascinating, because
his favorite band is Rufus or something like that. I don't really
know the band that well.
But he's obsessed with them and their music, and so he follows
them, he loves them and everything. And he just bought his first
house out here in Boise, so he needed to get art on the wall. He's
like, "Well, I love Rufus. I trust them. They've curated their
favorite art."
He went and bought everything that Rufus ever said they like for
art and put it on his wall. He's like, "Cool. Because I trust them,
therefore I want this." And then he bought the furniture that they
have in their house, because he trusts their opinion on this and
other things.
And so I think it's with Madden, I'm sure the football is what
brings people in. And they come in there, they sit at the table for
that.
But then if they like him and they connect with him, then they
want to know, "What else do you know?” I want to go down these
other rabbit holes with you, because I trust you and I trust your
opinion. I trust because you've already kind of done that."
I think for me, that's probably more so, is they come in from
one thing, but then if they connect with you then they want to dive
deep on all the other pieces, the things that you find
fascinating.
Josh:
Yeah. It's almost like they need the in to step into your
universe, and then you get to build the rest of the universe out
for them simply because you've built trust in that one area.
Russell:
Yeah. And what's fascinating. If you rewind back in my history
15 years ago, it was tough because when I was trying to create my
universe, I didn't know that's what it was called.
But it was funny. If you look at the landscape in our industry
back then, it was interesting. Jeff Walker was the launch guy,
Frank Kern was the mass control guy, Filsaime was the butterfly
marketing person.
Everyone had a thing where they were the best. Brad Fallon was
SEO, and then you had Perry Marshall was PPC, and everyone had
their thing. And I came in, I was good at all of this. I'm like,
"I'm the guy who do everything."
And I'd go to events like, "Cool, what do you do?" I'm like,
"What do you need? I'm good at copywriting, and I can do all the
things." And people are like, "Oh, okay."
But then they'd go and they'd sign up for Jeff for launch. And
I'm like, "I can do launch. I've done tons of launches." Or they'd
go to whoever for copywriting, John Carlton for copywriting. I'm
like, "God, I've done all these things."
But there wasn't a thing. It wasn't until I specialize in.
"Okay. Funnels is the thing." And it was a narrow focus where
people could attach a thing in their head like, "Oh, Russell is the
guy who does funnels."
And they do that. But they come into the... That's the doorway
that brings them into my world. But inside the funnel world, what
is there? You can launch a funnel. There's copywriting, there's
traffic driving, there's all these other things.
But I had to bring them in through a channel they could connect
with, they could label me with. You know what I mean? But after
they're in my universe, there's all sorts of stuff I can do with
him.
Josh:
I feel like that right there was the core of what I was trying
to get after. I think a lot of people struggle with or are afraid
to claim their thing, because they're like, "I can't just claim
it."
Funnels. Russell could claim funnels because that was a thing,
but was it a thing before Russell? Was there a funnel... You are
the one that came in and nobody came to you and was like, "Russell,
you're the funnel guy. Go." You were the one that had to decide
that. You were the one that had to come in and be like…
Russell:
And it's fascinating, because I was the only one back then
talking about it. There was a bunch of people. In fact, I remember
Todd and I started building ClickFunnels. And I remember about that
time it was T&C, so it was the T&C before we launched
ClickFunnels.
And we got T&C, we were sitting in the audience, and Todd
and I are mapping things out, and we're talking back and forth. And
the entire T&C, that event was about funnels.
And so Ryan was on stage, Perry was on stage talking about
funnels they developed. "This is the funnel framework for all
funnels." They sold the $18,000 funnel coaching program and half
the room signed up, and all this stuff.
And I was like, "Oh, my gosh. That's what we're trying to go,
but they just took it from us." And then it was crazy. After that
T&C, then everyone was talking about funnels.
And it was funny, because the next week everyone became a funnel
consultant. All of a sudden, 2,000 little funnel consultants were
running around the internet talking about funnels.
And I remember Mike Filsaime had done something showing behind
the scenes of one of his funnels, and I remember somebody else got
mad. I'm like, "We're the funnel person. You shouldn't be talking
about this us."
And I remember Mike and him were fighting back and forth. I was
kind of watching this and I was like, "We have this software coming
out called ClickFunnels. And I have this book I'm writing that's
almost done called Dotcom Secrets, which is all about funnels."
And so I was stepping in this thing where there was a whole
bunch of noise around this topic, and I could have been like, "Who
am I? I'm not qualified." Whatever.
But instead I was like, "You know what? This is what I'm
obsessed with. And I'm just going to do my thing, and I don't care
about everybody else."
And so I just did my thing and came out there, and there were
people who... I can't tell the actual stories, but there were
people who were upset. "You shouldn't be talking about this,
Russel. This is so and so's thing."
And then at TNC the next year, there was some weird comments
from stage made about stuff. Because in fact, somebody said from
stage, "Because of what we talked about last year at T&C,
Russell created ClickFunnels because of us." And they gave them
credit for this thing.
And it was just this craziness. But man, we were the only ones
who took it and that were consistent, consistent, consistent,
consistent. I'm seven, almost eight years into the consistency,
which is how you define the path.
That's how you get the... You look at Jeff Walker, who's been
talking about product launches for 20 years. Therefore, he's the
product launch guy. People try to come dethrone him, but he's been
consistently talking about the same thing for so long that you
can't.
And so the biggest thing is picking the platform, and then you
just triple down on it and you keep doing it, and doing it, and
doing it. And eventually, you will rise the Victor. But most people
don't have the longterm, the patients to keep just drilling in for
long enough to make it stick.
Josh:
Yeah. And I think that a lot of times, at least in my
experience, and it could be different for other people. But a lot
of times, it's because you're just not confident enough in it.
The only thing that's going to be the difference of whether or
not it's going to stick or not, is whether or not you're confident
enough to follow through.
That's not necessarily true for every single product
universally. Sometimes the market doesn't fit, and sometimes there
really is... If you tried to launch a competitor to iPhone right
now, you're probably not going to make it.
But generally speaking, especially in our world with funnels and
experts and a lot of online influencer marketing and things of that
nature. It's basically whoever sticks at it the longest and then
creates the clearest, simplest stories, the clearest, simplest
frameworks, and the easiest way for people to be able to get
results with it, are the ones that are actually going to make it
and follow through.
Russell:
Yeah. That’s the game, and it’s so much fun.
Josh:
All right. Well, I'm ready to move onto topic number two here.
We're about at time.
Russell:
All right.
Josh:
You ready to rock and roll?
Russell:
We'll wrap it up. Thank you guys for listening. If you enjoyed
this, let us know. Otherwise, we'll never do this again, so if you
loved it, tag me and Josh on Facebook, Instagram, wherever you guys
do stuff. If you tweet, I probably won't see it there, but tweet it
up and let us know, and we'll come back and do some more of this
stuff.
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